Why is it necessary to evaluate the effectiveness of advertising in social networks

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Today it is almost impossible to find a person who is not registered in one or more social networks. That is why SMM promotion is becoming a full-fledged marketing method. The effectiveness of advertising in social networks cannot be ignored, losing the opportunity to use this tool, because it is in Odnoklassniki, Facebook, VKontakte, Twitter, etc. that a significant part of the target audience of your business is located.

Planning the company's marketing activities is impossible without the direct participation of management, which determines the course of business development. When developing a buy a motorcycle owner mailing list strategy, market indicators are taken into account, on the basis of which a forecast of the dynamics of consumer preferences can be built. Conventionally, they can be called indicators. Data for evaluation can be obtained, including in social networks, where advertising your brand or product helps to see changes in the characteristics of the target audience (demographics, age, location, preferences, interests, etc.).

Each of these indicators can answer questions that are important for marketing strategy and business as a whole:

Demand Generation: Does Social Media Advertising Drive Increased Brand Awareness?

Lead generation: How effective is your social media advertising as a resource for attracting new customers?

Resources: Are time, financial and human resources allocated rationally and how effectively are they used?

Sales cycle: How long does it take for a transaction to take place from the moment a customer first contacts you?

Sales intensity. What is the frequency of repeat transactions per month, is there a positive trend?

Metrics such as budget, resources, timeline, products, and processes can be expressed both quantitatively and qualitatively, demonstrating the ways in which social media users interact with your brand. They can also be optimized and adjusted to improve the effectiveness of social media advertising. In the long term, improved metrics can lead to a more profitable allocation of social media investments.

Latest Research on the Effectiveness of Social Media Advertising
The Content Marketing Institute, in collaboration with MarketingProfs, conducted a survey of 3,714 marketers from around the world. The topic of the study was content, as well as success in online marketing. Although only 263 respondents were B2C marketers and business owners, the results of the survey were considered significant.

Sponsored posts (such as Facebook or Twitter and Pinterest posts) are used by 76% of B2C marketers. 61% of them confirmed the effectiveness of this type of advertising on social networks, the effectiveness of which was rated at 4 or 5 points on a five-point scale (3 shows a neutral attitude).